China’s deep Confucian roots do influence the way the internet has developed, says marketing veteran Tom Doctoroff, author of What Chinese Want: Culture, Communism, and China’s Modern Consumer, to the South Morning Post. “I call it pride commerce, where there is the idea that you are what you buy … and that sharing your interests is a way to make your identity stronger,” Doctoroff said.
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Gender discrimination is commonplace in China, out of line with international agreements and practices. Author Zhang Lijia asks Alibaba’s chairman Jack Ma, and other tech companies like Tencent, and the government, to end rampant discrimination against women on the work floor, for the New York Times.
“Chief Insight Officer” Tom Doctoroff explains change and consistency of China’s consumers in a fast digitalizing world at China Connect Paris 2018. “Basic motivations remain the same.” Doctoroff is author of What Chinese Want: Culture, Communism, and China’s Modern Consumer.
Foreign companies would watch in fear media campaigns at China’s consumers day in the past. But this Thursday, consumer day will be a backdrop for upcoming months of tensions, now a trade war is looming, says business analyst Shaun Rein, author of The War for China’s Wallet: Profiting from the New World Order to Bloomberg.
Deep insight in consumer behaviour is what marketing should offer, writes branding guru Tom Doctoroff, author of What Chinese Want: Culture, Communism, and China’s Modern Consumer, on his LinkedIn page. Cluttering that insight with “exaggerated faith in algorithms, programmatic efficacy and hyper-personalization,” is not helpful he adds. And: “Insights are not observations.”
Stability and tradition in China are much stronger over the generations than many outsiders assume, marketing guru Tom Doctoroff, author of What Chinese Want: Culture, Communism, and China’s Modern Consumer, argues in this video clip for Amcham. Tensions between generations do exist in China too, but they are different from those elsewhere in the world, he argues.
While many movie watchers even get fussy feelings when they hear the words “Star War”, China is lacking such a cult following, explains branding expert Ben Cavender to CNBC. Movies that would be a hit elsewhere in the world, are just not working in China, he says.
Brand expert, Prophet senior partner and ex-JWT veteran Tom Doctoroff unveiled “three golden rules for marketing in China” at Mumbrella360 Asia. Doctoroff said brands need to understand the Confucian “tension” between climbing social hierarchy and protecting oneself from social or economic failure.
Gone are the days when China’s consumers formed herds for their purchases. Whether is is for jewelry or trips abroad stressing individuality of consumers if key to be successful as a brand, says branding expert Ben Cavender to the China Daily.